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Time of India
3 days ago
- Health
- Time of India
ICS 2025: Breathe Easy-The Mental Health Revolution
HighlightsNikhil Taneja, Co-Founder & Chief of Yuvaa, emphasised that mental health encompasses daily experiences of joy and personal balance, challenging the notion that it is only relevant during crises. Taneja argued that therapy should be viewed as a strength and 'the coolest thing in the world', advocating for a shift in how society perceives emotional wellbeing. The session highlighted the importance of genuine conversations in the workplace, exemplified by Taneja's organisation's practice of sincerely asking employees 'How are you?' to foster a supportive environment. In a refreshingly candid conversation about mental wellness, Nikhil Taneja , Co-Founder & Chief of Yuvaa , alongside session chair Devesh Gupta, Content Lead - Product & Community at at the India Communication Summit 2025 shattered traditional stigmas surrounding mental health, transforming a potentially heavy topic into an enlightening and empowering dialogue. Taneja, a passionate advocate for mental wellness, challenged conventional narratives by highlighting that mental health isn't just about crisis moments, but encompasses daily experiences of joy, happiness, and personal balance. "Mental health isn't spotted only in crises," he explained, "It's about every moment we experience." Drawing from personal experiences, Taneja shared his own journey of recognising anxiety, emphasising how vulnerability can be a strength. He provocatively argued that therapy isn't a weakness but "the coolest thing in the world" - a perspective that could revolutionise how we perceive emotional wellbeing . The session brilliantly dismantled archaic language around mental health, moving beyond terms like "disturbed" or "mental" to create a more compassionate dialogue. By encouraging meaningful check-ins and genuine conversations, the speakers demonstrated how workplace cultures can transform. A standout moment was Taneja's revelation about his organisation's COVID-era practice of genuinely asking employees, "How are you?" - not as a perfunctory greeting, but as a sincere invitation to share your heart. The conversation was a rallying cry for normalising mental health conversations, breaking down barriers, and creating supportive environments where individuals feel safe expressing their emotional experiences.
Time of India
20-05-2025
- Business
- Time of India
ICS 2025: Navigating the trust deficit in a world of digital sceptics
HighlightsDeepak Jolly, founder and director of Consocia Advisory, discussed the challenges of building trust in the digital age at the Indian Communication Summit 2025, emphasizing the need for brands to adapt their reputation management strategies. Jolly shared a contrasting experience from his 1987 PR days, illustrating how the slower pace of traditional media allowed for effective reputation recovery, unlike today's rapid social media reactions that can lead to immediate negative publicity. To combat skepticism, Jolly highlighted the importance of listening, transparency, and engaging third-party advocates, asserting that building trust takes time and consistent effort, especially in a cynical environment. The world today is very different from how it used to be. With the rise of the digital age, information is now available at our fingertips. This has made building trust more challenging. Having more knowledge has blurred the line between what is real and what is not, leading many people to constantly question whether they should trust something. In this age of scepticism, building a strong brand reputation is more important than ever. Deepak Jolly , founder and director, Consocia Advisory , recently shared his insights on building trust in the digital age during a fireside chat titled Navigating the Trust Deficit : Building Brand Reputation in a World of Sceptics. This session was hosted at Indian Communication Summit 2025, where Jolly was joined by Devesh Gupta, content lead, product and community, Jolly highlighted the contrast between the digital age and the past by sharing a story from his days as a PR professional at a hotel back in 1987. At the time, a negative review of the hotel's restaurant appeared in The Statesman newspaper, causing bad publicity. While others focused on contacting the newspaper to address the issue, Jolly took a different approach. He reached out directly to the independent writer hired by the paper, inviting them to return for a surprise visit three months later. During that period, the hotel acknowledged its shortcomings and made improvements. When the writer returned, they published a positive review, which helped restore the hotel's reputation. Jolly explained that such a strategy was possible due to the slower, more controlled nature of traditional media. In today's digital age, where information spreads instantly and widely, managing reputation in the same way is far more challenging. Jolly remarked, 'Now think about it—if that hotel review happened today, there would be a hashtag boycott on social media. Imagine the challenge for the PR person. Maybe the guest wasn't served food, or they were served non-veg instead of veg, their food was bad, or they were double-charged. And now, there's a boycott hashtag. How do you deal with that?' Jolly emphasised that dealing with sceptics starts with listening. Understanding the root of scepticism is crucial for building trust. He cited the arrival of Pepsi in India, which came at a time when Indians were wary of multinational corporations (MNCs), a sentiment shaped by the Swadeshi movement. Over three and a half years, the brands worked to bridge this trust gap through consistent engagement and transparent practices. 'It took me three and a half years to build that bridge,' Jolly recalled. 'You know, it was done through media, but I met 100 MPs and 250 MLAs across parties and regions, showing them what we export and what we do. That is where the trust was built. It takes time—building trust for the brand, especially in a cynical world.' It is undeniable that, in the digital age, even a brand trusted for years can face a trust deficit. In today's fragile environment, a single boycott call—no matter how small the issue—can lead to widespread negative PR, with sceptics quick to attack the brand on social media. 'Listening becomes crucial. It has always been the hallmark of good PR, even now,' Jolly said. 'You have to listen to the rising anti-voice—perhaps 30% truth and 40% falsehood packaged as truth. But the fact is, there was some smoke somewhere to begin with. This is the challenge for all brands.' Jolly noted that sceptics will always exist, even if they make up just 1% of the audience. To build trust, he stressed three key elements: fact, information, and transparency. When brands focus on these, third parties often step in to support them. A brand cannot always claim, 'I was the best.' Instead, third-party advocates should assess and speak about the brand's performance openly, lending it greater credibility.
Time of India
10-05-2025
- Business
- Time of India
When brands went beyond the bouquet for mothers
As India prepares to celebrate Mother's Day on Sunday, May 11, the air is, as always, filled with expressions of gratitude and love. It's not 'just another Sunday' for the kids. It's Mother's Day, a day when the usual rhythm of life shifts, filled with a different kind of purpose. One can almost sense the last-minute dashes for flowers, the hushed whispers of planned surprises, and the weight of expectation around that perennial challenge: finding the perfect way to say 'thank you'. But this year, the advertising landscape offered something a little different. While the traditional notions of pampering and gifting were present, a distinct shift was noticeable: Indian brands delved deeper, seeking to capture the often unseen realities and everyday nuances of motherhood in 2025. handpicks a few of these campaigns that felt less like a grand spectacle and more like a series of different, yet connected, conversations happening about the same important person – Maa . This year's campaigns felt less like a monolithic tribute and more like a collection of intimate conversations, each revealing a different, essential facet of what ' Maa ' truly embodies in our lives now. Several brands turned their spotlight onto the emotional landscape of being a mother, particularly the initial, sometimes challenging, phases. Biba , for instance, launched a campaign that resonated with many by focusing on the emotional invisibility some new mothers feel, a quiet call to acknowledge the woman beyond just the caretaker of the newborn. Similarly, Cloudnine Group of Hospitals released a poignant film that traced the emotional and physical journey to motherhood, celebrating the transformative process itself, from the first positive test to the anticipation of arrival. These campaigns offered a moment of reflection, acknowledging that motherhood is not just a role, but a profound personal evolution that deserves to be seen and understood. View this post on Instagram A post shared by Cloudnine Hospitals (@cloudnine_care_) Beyond the emotional, there was a clear focus on recognising a mother's practical wisdom and providing tangible, everyday support. ICICI Prudential Mutual Fund's campaign, aptly titled "माँ सब जानती है" (Mother knows everything), used humor and relatable banter to highlight a mother's inherent financial prudence, subtly weaving in the importance of investing for the future. It was a nod to the countless ways mothers guide their children, not just emotionally, but through sound, practical advice that shapes their lives. Aditya Birla Capital's latest campaign, 'Motherhood on Hold ', challenges the conventional celebration by spotlighting the financial realities that compel many women to delay motherhood. Kotak Mahindra Life Insurance's new film celebrates the quiet, powerful lessons passed down from mothers, not as grand declarations, but as everyday actions that shape who we become. At the heart of the campaign lies a simple, resonant truth: the greatest gift a mother leaves behind isn't love, it's Viraasat . Or as the brand puts it: "Ma ki di hui Viraasat." Siyaram's, with its roots in tradition, brings out a Mother's Day campaign called 'A Mother's Love – The Only Call That Matters.' A film that captures a simple reality: in a world racing against deadlines, the mother's call is the one we cannot afford to miss. Ashok Leyland celebrates the everyday heroism of mothers—their tireless dedication, enduring resilience and unconditional commitment. The campaign underscores the profound role mothers play in shaping journeys, serving as the protective force behind every great endeavour. Pepperfry, in its campaign, tries to get it right on the occasion of Mother's Day. It celebrates the chaos behind every well-meaning plan to make mom feel special. View this post on Instagram A post shared by (@pepperfry_official) Duroflex tells the untold horror story of motherhood: sleepless nights. Through the campaign, the brand brings a spine-chilling tale of 3 AM feeding calls and a recliner that understands the comfort moms truly need. Swiggy steps away from the conventional and dives into the tender spaces of shared grief, memory and healing. With no dramatic monologues, just quiet conversations, hands working in rhythm while baking the cake, small smiles, shared silences and the universal comfort of food. View this post on Instagram A post shared by Swiggy (@swiggyindia) RedBus's Mother's Day campaign celebrates reconnecting with mothers, honouring the unique strength of mothers through heartfelt journeys View this post on Instagram A post shared by redBus (@redbusindia) Haier Appliances India reshapes the narrative of modern motherhood with its new campaign for Mother's Day. The campaign touches on a poignant narrative by spotlighting the message that motherhood and ambition can go hand in hand when parenting is truly shared. In a video titled '#BehindEveryMom', the brand captures the everyday realities of a working mother who is able to chase her dreams, not by sidelining her role as a parent—but because she is seen, supported and empowered by a husband who shares that role equally. View this post on Instagram A post shared by Haier India (@haierindia) Vinod Cookware challenged a common stereotype with their campaign, asserting that "Not every mom loves to cook," a simple yet effective message recognising mothers as individuals with diverse preferences and passions. The idea of 'presence over presents' truly shone through in campaigns like Instamart's "Add Yourself to Cart." In a world often fixated on material gifts, this initiative cut through the noise with a simple, powerful message: the most precious gift is often just being there. The whimsical idea of literally being delivered to your mother resonated deeply, tapping into the universal truth that presence and quality time are invaluable. Addressing specific needs and advocating for well-being also featured prominently. Prega News partnered with Swiggy to create a "Preggy Cravings Menu," a delightful and practical way to cater to the unique desires of expectant mothers. The DCM Shriram Foundation highlighted the critical issue of maternal health risks in rural India through a moving film, drawing attention to the need for accessible healthcare and their efforts through the Khushali Sehat program. Celebrating the diverse forms of motherhood and the enduring bonds across generations was another key theme. Ugaoo's campaign embraced modern motherhood, showcasing diverse mother figures like plant moms and mentors, asking "What is a mom today?" and acknowledging the many forms nurturing takes. Even Orchids The International School contributed with a film celebrating the balance of discipline and nurturing in motherhood. Of course, the tradition of gifting remained a significant element, but even here, brands encouraged more thoughtful approaches. Jewelers like CaratLane and Craftier showcased collections emphasising personalisation and lasting value, catering to diverse preferences, including those of younger, Gen Z mothers who appreciate ethical and wearable pieces. Ajio injected humor into the gifting narrative with its "Movement of Offended Mothers (M.O.M.)" campaign, playfully highlighting the need for more thoughtful presents beyond generic gestures. View this post on Instagram A post shared by (@ajiolife) This sentiment was echoed by the collaboration between Boat and Blinkit , which used a lighthearted approach to critique performative online tributes and encourage genuine acts of appreciation. Collectively, the Mother's Day campaigns of 2025 painted a more complete and nuanced picture of motherhood. They moved beyond stereotypical portrayals to acknowledge the emotional depth, practical intelligence, diverse forms and evolving needs of mothers in contemporary India. By focusing on both the profound journey and the everyday realities and by incorporating themes of health, well-being and the simple power of presence, brands created connections that felt more authentic and resonant, reminding everyone that celebrating mothers is about seeing, appreciating and supporting them in all the myriad ways they enrich our lives, not just on one designated Sunday, but every single day.
